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» Products & Services » » Sales and Marketing » Marketing Management » Deploying Marketing Programs » Marketing Communication and Promotion » Integrated Organizational Consistency

Marketing Communication Standardization and Consistency

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ID: 3684

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Words: 1,224

Published: Pre-2019

Delivery Format: Online

 

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  • STUDY OVERVIEW
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Create a common “voice” for all communications to ensure consistency in all
information pieces.
Caterpillar recently made sweeping changes to the look, feel and message of its
marketing communications. Past communications at Caterpillar were quite
disjointed, lacking a consistent look or feel. Additionally, different
departments often created communications that varied greatly in quality. After
conducting in-depth research with dealers and final consumers, the company
sought to create the “Cat voice,” which has provided the continuity that
marketing communications needed. The “Cat voice” concept, which is being
institutionalized throughout the company, standardizes the way that information
is displayed and organizes a wide spectrum of needs:
· The customer knows what he/she is looking at and knows where to find
important information, and
· Communicators can create communications more efficiently by utilizing
the readily available templates ...

Industries Profiled:
Manufacturing; Medical Device; Pharmaceutical; Automobile; Financial Services


Companies Profiled:
Caterpillar; 3M; Ford; General Motors

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